The landscape of emotional support is rapidly evolving in China, with a significant shift driven by Gen Z. A new phenomenon, dubbed “instant response specialists” or “miao hui shi,” has emerged as a direct, text-based avenue for mental and emotional well-being, challenging traditional therapy models and presenting both opportunities and regulatory questions.
Operating primarily through Chinese social media marketplaces and various gig-style platforms, instant response specialists provide empathetic, often immediate, textual feedback to individuals seeking to vent, discuss life challenges, or simply find a listening ear. Clients report receiving responses within seconds, appreciating the accessibility and the sense of being valued—a critical factor for a generation often grappling with work stress and social isolation. This model directly addresses the need for immediate human connection that many find lacking in purely digital interactions or in the formal, often intimidating, structure of conventional therapy.
Economically, the service positions itself as an affordable middle-ground between expensive professional therapy—which can cost hundreds of yuan per session—and the perceived impersonality of AI chatbots. Instant response providers frequently charge based on time or demand, with many capable of earning approximately 10,000 RMB (around 1,400 USD) per month. This attractive earning potential draws a diverse range of individuals to the profession, including stay-at-home parents and university students seeking flexible income, underscoring its role in the broader gig economy.
The contrast with traditional therapeutic methods is stark: instant response offers unparalleled convenience and implicit 24/7 availability, eliminating geographical barriers and scheduling conflicts. For China’s large population of young individuals living alone, this on-demand emotional outlet offers a vital sense of immediate comfort.
However, the rapid growth of this unregulated sector brings forth legitimate concerns regarding professionalism and the quality of advice. Unlike licensed psychotherapists, instant response specialists typically lack formal mental health training. This absence raises critical questions about their capacity to identify severe mental health conditions, provide appropriate, evidence-based interventions, or navigate complex ethical dilemmas. While legislation passed at the end of 2025 has begun to emphasize user safety, particularly concerning chatbots, the broader regulation of human-led ‘instant reply provider’ services remains a developing challenge, demanding a careful balance between innovation and safeguarding mental well-being.
Cover image via International Business Times.
